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The Vice-President of Google Display Network’s product management gave a keynote discussion at SMX East in New York. During the talk, he made a significant announcement about changes that are currently being rolled out into the Google Display Network.
 
“I’m pleased to announce that GDN is moving to 100% viewable. We’re going to migrate all of the CPMs in the system to viewable CPMs. All advertisers will be able to see viewable metrics so they can make better decisions.”  - Brad Bender
 
Why is this significant? Google had said in the past that up to 56% of their online display ads were never actually seen on a screen. These ads weren't seen because either they were placed low on the page, they were loaded onto a tab that was never seen, or any number of other reasons. Google did take some steps to remove unseen ads from billing; however, they weren’t completely effective. Google claims that last year alone they didn't charge for about 70 billion ad impressions because of the issue.
 
Taking this recent announcement into account, advertisers will save a lot of money since they won't be paying for impressions that are never seen. Also, GDN advertisers will be able to have confidence that the ads they're paying for are actually seen by real viewers.
 
There won't be any impact on things like how many ads are being clicked. Only CPM ads will be impacted.
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